Adherents’ switching behavior: exploring the push-pull-mooring framework in the Christian religious market

Abstract

Studies on switching behavior tend to focus on the business sector. Although high switching rates have been reported in the not-for-profit sector, particularly in the market for Christian religious services, very little has been done with respect to examining switching in the religious context. This study extends understanding of switching intention by examining the phenomenon using the Push-Pull-Mooring (PPM) framework in the Christian Religious Market. Data were collected from a survey involving over 500 adherents over a three month period. Results of confirmatory factor analysis and structural equation modeling suggest that the adopted framework provided a better explanation for switching behavior among Christian adherents. Furthermore, the push, pull and mooring (except variety seeking) factors were found to significantly account for variation in adherents’ switching intention. Hence, unlike has been established in the business context, a high need for variety does not result in switching among adherents in the Christian religious market.